Consumer Markets & Buyer Behavior
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Transcript of Consumer Markets & Buyer Behavior
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Consumer Markets & Buyer Behavior
ALEX TONE, DILLON FOSTER,JANICE SAN NICOLAS, DANNY GIRARD, ANTOINE COUTURIER
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Agenda
Major forces influencing consumer behavior
Selected product: GoPro.
How marketers use forces to influence potential customers
Reflection
Discussion Questions
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Major Forces Influencing Consumer Behavior
Cultural Factors
Social Factors
Personal Factors
Psychological Factors
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Cultural Factors
Culture Culture is the most basic cause of a person’s wants and behavior
learned from family and other important institutions.
Subculture Groups of people with shared value systems based on common
life experiences and situations.
Social classes Social classes are society’s relatively permanent and ordered
divisions whose members share similar values, interests, and behaviors.
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Social Factors
Groups and Social Networks Membership Groups Aspiration Groups Reference Groups
Family Family is the most important influence in consumer
buying behavior.
Roles and Status Person’s position in the group they belong to.
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Personal Factors
Self-Concept Possessions reflect a consumers identities
Age Life stage segmentation
Occupation Marketing strategies specialized regarding occupations
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Psychological Factors
Motivation
Perception
Learning
Beliefs and Attitude
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Product
GoPro Hero
Slogan: Be a HERO… GoPro
GoPro produces arguably the most versatile cameras in the world, the famous HD Hero.
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GoPro
http://www.youtube.com/watch?v=wZi6_xWVIMs
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How marketers use those forces to influence potential customers
Groups and Social Networks
Two key groups for GoPro: Membership Group Aspirational Group
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How marketers use those forces to influence potential customers
Brand Personality and Self Concept
Lifestyle Extreme sports Daily life
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Maslow’s Hierarchy of Needs
GoPro fills: Social needs Esteem needs
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Reflection
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Discussion questions
1. In your own opinion, which of the four major forces affects consumer behavior the most? a. Cultural factors b. Social factors c. Personal factors d. Psychological factors
2. What is driving the Apple consumers’ behavior in your own opinion from the video?http://www.youtube.com/watch?v=rRwcIumf-mI